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Thanks to a ratings sweeps stunt by NBC's "Medium," viewers now know that 3-D technology is as feeble as ever.
As television has come to be recognized as a legitimately artistic medium, viewers have been challenged to rise to the occasion – to meet those ambitions with a level of savviness and interpretive skill that wasn't required when we could relax into the laugh tracks.
Heavy viewers watch a little over two hours of TV news a day, but medium viewers barely watch a quarter of an hour and light viewers average only two minutes a day.
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Television is literally a reflective medium: most viewers have had the experience of switching off a programme and seeing their own sofa-slumped image in the empty screen.
And this is why TV programmes such as Watercolour Challenge are so popular: it wasn't the joys of the medium that viewers loved to watch, it was the angst.
In addition, online video is what marketers dub a "lean-forward" medium, reaching viewers who are actively engaged with what's appearing on their computer screen rather than slumped on a couch.
But both "Tree" and "Mindshow" demonstrate that there's room in the medium for viewers to do a lot more than adjust the focus.
"We really wanted to talk about the medium, and viewers are free to make the connection that the market that privileges painting over sculpture also privileges male artists over female artists," Sawon explained.
Most obvious, the medium allows viewers to feel a much more intimate connection to a character; emotions come a lot more easily when sitting next to a cuddly pal like Henry than on a flat, distant screen.
But medium cable news viewers see barely more than three minutes of it a day, and light cable news viewers see about 12 seconds of it a day.
Teletext is a one-way medium; videotex allows viewers to respond.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com